What the report shows
For each search term, Amazon's Search Query Performance report has two median prices at every funnel stage:
| Stage | Search total | Your product |
|---|---|---|
| Click | median price of clicked products | median price of your product in clicks |
| Add to cart | median price of products added | median price of your product in adds |
| Purchase | median price of products purchased | median price of your product in purchases |
Values come with their currency. Amazon's public documentation doesn't detail how the median is calculated — treat it as the typical price at each stage, not the exact price of each sale. And when Amazon doesn't publish the price for a period, the column is empty for every seller.
What the gap reveals
- Your add-to-cart price above the search, with a low purchase rate: shoppers add your product to cart and buy a cheaper one. The classic case of being priced out of the market at the moment of decision.
- Your add-to-cart price above, with a good purchase rate: the product holds its price — brand, reviews or a real differentiator. There may be room to revisit discounts.
- Your price below and a low purchase rate: price isn't the problem. Look at shipping, delivery speed, recent reviews and the detail page.
- Click price very different from add-to-cart price: the price changed between stages — a deal that ended, a coupon, a different variation chosen on the page.
An example (illustrative numbers)
An insulated water bottle shows up for the search "insulated water bottle 32 oz". Over the last 4 weeks, the product's median add-to-cart price was $34.99, and the search's was $27.99. The product gets shoppers to the cart well, but converts less than the search.
The read: shoppers liked the product enough to add it, but at checkout they compared it with offers about 20% cheaper. Before cutting $7, the margin math tells you whether you can; if not, the alternatives are differentiating the offer (bundle, shipping, delivery speed) or focusing ads on searches where the product's price is in line with the search.
Comparison pitfalls
- Compare within the same search. Broad searches mix products from different price tiers; the comparison makes sense on searches where your product truly competes.
- Same currency. Accounts selling in more than one country have prices in different currencies; don't mix them.
- Short periods mislead. One week of a deal shifts the median; look at several weeks.
- Price isn't everything. Under Amazon's rules, the Featured Offer (Buy Box) considers total price, delivery promise and seller performance — shoppers compare the whole package.
Before you lower your price
Lowering your price to match the search only makes sense if your margin can take it. Before you change anything, calculate net profit per unit with product cost, sales tax effects, Amazon referral fees, fulfillment and advertising — see how to calculate real net profit per ASIN. Sometimes the right answer is improving the offer (shipping, delivery speed, bundle) instead of cutting price.
How EcomVision helps
The Cart tab in the Shopper Funnel shows, per product, your median add-to-cart price next to the search price, along with adds, purchases and estimated abandonment — and flags when Amazon didn't publish the price for the period. Pricing shows your margin at each price and fulfillment method before you decide.
